Part of our Data Activation module, Customers is the heart of our CDP (Customer Data Platform) offer. From multiple sources (online and offline), it allows reconciling and aggregating data around user profiles, to create accurate audience segments.
By crossing any kind of data (CRM, online behavior on Web & Mobile, offline behavior in shops...), you can create highly accurate segments. More precise segments are, better is the personalization: these segments could be then sent to destinations, and, as a result, you can send a personalized message to a small audience who share same characteristics (in the same segment).
Send the right message to the right audience is the key to improve the ROAS (Return On Ad Spent).
The segment overlap feature allows you to compare your segments and visualize directly the audience shared between 2 segments.
This feature is very helpful in order to understand how your audience is divided and grouped in your segments.
It allows you to reduce the marketing pressure as it helps you to avoid activating similar audiences. For example, you can send an email to users on a segment. Then you can decide to send a SMS to users on another segment. However, it is recommended to check the overlap between the 2 segments in order to be sure you are not activating the same audience which can raise the number of opt-out.
It also allows you to refine your segments by divided a big segment into small pieces more relevant.
First step, select one of your segment and it will automatically calculate the overlap between the segment you choose and all your others segments.
Then you can visualize and analyse the overlap with the number of users in both segments and the percentage.
With the visual representation of each of your segments, you have an overview of the size of the segments compared, which is helpful to understand if your segment is part of a bigger one or is totally apart.
This is where you create, edit and/or delete segments.
The first column displays the segments’ names.
The second column displays the segments’ technical IDs (present in the “TC AUDIENCE” cookie we use to store information about a segment).
The third column shows the percentage of visitors that are included in a segment.
The fourth column specifies the associated streams, using this segment.
The fifth column shows when was the last time a segment was modified.
The sixth column is where you edit or delete a segment, by clicking the pencil or the trash can.
Let’s say, for example, you want to match all users with ZIP code equals ‘75009’ or ‘92120’ or ‘94230’… and you realized you have more than 30 different values!
You can type one zip code per one, but it is long.
Or you can also copy and paste directly your values. However, you should use a separator between these values ; or |
Don’t forget to add the separator behind the last value also to paste all your values.
You can paste-up to 1024 values in the segment
You can segment on conversion items, meaning products bought by users.
First, you have to select 'conversion' universe and define a condition for conversions, like 'conversion ID exists' = users have at least 1 conversion.
Then the button 'ADD CONDITION' will appear, and you can define more conditions, including conditions for conversion items, select 'product':
Then, you can easily segment on conversion items:
On our storage model, the main universe is users, and, attached to this main universe, there are sub universes: page views, views, clicks, conversions...
On the segmentation, you can find calculated variables like "count of page view" or "count of conversion", it represents the count of documents in the sub-universe for a specific user. As a result, you can create segments like "all users with count of page view > 10".
Visualize all statistics about segments.
Select a timeframe and analyze the evolution of users who entered the segment or who were removed.
Analyze also the evolution of the overall volume of users.
